| THE AWARD |
| CATEGORIES |
| REGISTRATION |
| SUBMIT YOUR WORK |
| ENTRY INSTRUCTIONS |
| TERMS & CONDITIONS |
| PUBLICATIONS |
| DATES & FEES |
| METHODOLOGY |
| CONTACT |
| WINNERS |
| PRESS ROOM |
| GET INVOLVED |
| DESIGN PRIZE |
| DESIGN STORE |
| THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS |
Avant Modern Cuisine Brand Identity by Jiawei Wu |
Home > Winners > Design #137847 >Interview |
 |
|
FS: What is the main principle, idea and inspiration behind your design?
JW: A good design should have a system cohesively connecting everything from beginning to end, and more extra elements to tell a story to the target audience. Let audiences experience the amazing moments of designs.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
JW: For me, I care about story-telling and design systems. I tend to create unique stories behind design works and a balance based on the information I receive. Moreover, the design system is another key point for me to weigh designs.
FS: What are your future plans for this award winning design?
JW: I plan to share this new on my social website so that I can meet more talented designers who I can learn from. I am still on the way to explore my possibilities.
FS: How long did it take you to design this particular concept?
JW: Four days.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JW: The owners of the avant are young Chinese who studied in different countries. They combine techniques from different regions of the world with local ingredients and traditional Chinese food. Their cuisine is related to city memory. Thus, I created a unique experience to lead customers to feel a journey after they finish the meals.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JW: I intent to produce my work by myself.
FS: What made you design this particular type of work?
JW: With discussion with the client, the client’s products are neo-Chinese style. I feel it is a novel challenge for me. How to tell their stories and control the balance motivated me to accept this offer.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
JW: The clients offered me some photos.
FS: Who is the target customer for his design?
JW: The target audience is the young generation who enjoy food and travel in China.
FS: What sets this design apart from other similar or resembling concepts?
JW: There is a unique story behind the brand. The story is related to the client and each product. The design has its own powerful voice.
FS: How did you come up with the name for this design? What does it mean?
JW: Actually, the client gave me serval plans. After discussion, we decided to use avant as the name, which including neo-Chinese cuisine and characteristic of the target audience.
FS: Which design tools did you use when you were working on this project?
JW: Illustrator, Indesign and Photoshop are the most important tools for me.
FS: What is the most unique aspect of your design?
JW: I think I am not only the branding designer to design a modern and elegant branding identity including logo and some applications, but also I created a unique experience to lead customers to feel a journey after they finish the meals. I hope my work can create a connection with the audience or create a world for them to experience. My designs allow the audience to be involved with amazing moments under a logical design system and clear elements.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JW: I worked on this design by myself.
FS: What is the role of technology in this particular design?
JW: Technology is a kind of resource. To truly enjoy this resource, we must materialize technology into concrete real products, and design is the bridge of technology materialization and commercialization, that is, various technologies must be transformed through the comprehensive utilization of design. Meet people's needs and be accepted by society.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JW: Yes, sometimes. As a practitioner engaged in the design industry, I collect a lot of materials before starting a project. Not only can I collect a lot of excellent works, but also cultivate the ability to appreciate art, and in the process of collecting, inspiration will continue to emerge.
FS: What are some of the challenges you faced during the design/realization of your concept?
JW: The client and I had different opinions about branding style and name. He can’t ensure the point of view. I felt I had a responsibility to gain clarity about the core concept . I asked him impression about his cuisine and the mood he liked. And I designed three totally distinctive topics with references for him. I analyzed the advantages and weaknesses of three plans and listened to him to help him find a favorite one. Based on his decision, I created the darkroom-themed. For me, the designers should be the partner of the client and teammates. Making the balancing on every project is tough. I am willing to make my audience catch amazing moments of designs and enjoy the moment to be a part of lovely projects.
FS: How did you decide to submit your design to an international design competition?
JW: I want to share my work widely and to communicate with professional designer, which can help me improve my works in next steps.
FS: What did you learn or how did you improve yourself during the designing of this work?
JW: Communication skills. If a designer has good communication skills, he/she will be a good listener with an empathic soul on the team. The whole team can leverage the same goal and they can co-exist.
FS: Any other things you would like to cover that have not been covered in these questions?
JW: No.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | View Press-Release |
